Earlier today Adexchanger
published an article explaining how AT&T and Bayer are separately
partnering with Amino Payments, a blockchain technology platform, to figure out
how their marketing and advertising dollars are being spent at each stop on the
“digital media supply chain.” To fortify its blockchain development efforts, Amino is also integrating with Dstillery and AppNexus's platforms.
The piece explains that both AT&T and Bayer are taking action in an
attempt to combat waste and fraud in the marketing ecosystem. To illustrate,
the article references software company dataxu and digital advertising
technology company RhythmOne’s ongoing suit-countersuit cycle. RhythmOne says it’s
owed $1.2M from dataxu for services rendered in 2017; dataxu says it owes
nothing because RhythmOne used a fake auction to inflate inventory prices and
overcharged on fees.
Though the Amino partnerships and blockchain’s ability to help with
the issue are still in test phases, and the timeline for drawing conclusions is
unclear, it is a promising start to getting answers and saving brands money.
No comments:
Post a Comment